Prime Time: TRADEMARK™

  • Museum of Contemporary Art Chicago
    220 E Chicago Ave, Chicago, IL 60611


This event has been canceled.

About the Program

Virgil Abloh hosts and coconceives a unique version of the museum’s signature late-night takeover event, Prime Time.


MUSIC PERFORMANCES, designed with Vic Lloyd and Virgil Abloh

DJ Pharris
Vic Lloyd with special guests


Modify yourself and your stuff in an homage to Virgil Abloh’s “three percent design philosophy” of remixing existing elements to create something new and extraordinary.

  • Modify your merch with screenprint logos and designs in “Workshop,” a lab designed and facilitated by the Teen Creative Agency. Blank t-shirts and totes provided.
  • Modify your money with a Harriet Tubman stamp makeover for your $20 bill.
  • Modify your body with custom airbrush tattoos.


  • Dice Game by Jacklynn Kelsey offers 5’ illuminated cubes for visitors to stack and sort in the museum’s sculpture garden
  • Move Together by Brendan Fernandes prompts participants to create movements alongside professional dancers


Celebrate the ways Chicago’s creative community comes together with DJ Vic Lloyd headlining and producing a live experience in the museum’s main atrium featuring DJ Pharris, HXLT, and cameo performances by Chicago-based artists. Attendees are invited to participate in artist-led, hands-on immersive projects and have special late-night access to the exhibition Virgil Abloh: “Figures of Speech” with its accompanying pop-up store "Church & State." Cocktails and food are available for purchase throughout this exclusive evening.


This event is 18+.

Featured images

Off-White™ c/o Virgil Abloh, Spring/Summer 2017, Look 30; Courtesy of Off-White™ c/o Virgil Abloh. Photo: Fabien Montique.
Autumn Winter 2019 Off-White Womenswear Runway Show. Photo: Bogdan Plakov.
Virgil Abloh at work. Photo: Hanna García Fleer.

Featured images of performers

Vic Lloyd for Leaders 1354 x BBC collaboration. Photo: Shaun Andru.
Vic Lloyd. Photo: Griffin Gher.
HXLT. Photo: Olivia Wolf.
HXLT. Photo: Jason M. Peterson.
Brendan Fernandes, 2019. Photo: Luke Davis.
Jacklynn Kelsey Works, Dice Game, at MCA Prime Time: “Question Everything,” 2019.
DJ Pharris. Image courtesy of the artist.
“Workshop,” Teen Creative Agency. 21Minus 2019, curated by the Teen Creative Agency. Photo: Torie McMillan, © MCA Chicago.


Prime Time is generously sponsored by: